The baby-faced frontman goes so far as to say the band and the label simply were "headed in different directions."

In other words: It's not you; it's me.

"We just weren't their biggest priority," Kulash says of EMI. "That makes sense. ... We're interested in making things primarily and figuring out how to monetize them as a sort of secondary concern, and they obviously have to do the opposite."

Specifically, the record label wanted to monetize OK Go's insanely popular videos.

Even if you can't rattle off the names of the biggest hits by this dynamic pop band, you've probably viewed the viral video in which OK Go members perform a synchronized dance on treadmills.

On Sept. 20, OK Go premiered the video for "White Knuckles" on "The Ellen DeGeneres Show."

It paired band members, rescue dogs of all sizes and Ikea furniture for an insanely involved choreographed dance.

A few months earlier, the band put out a video for "This Too Shall Pass" which entailed spending six months building an elaborate Rube Goldberg machine, a machine that orchestrated a chain reaction with help from thousands of random items including marbles, dominos and a piano.

Since OK Go rose to fame on the strength of quirky, viral videos, Kulash took issue with EMI when the label refused to allow videos to be embeddable - meaning bloggers couldn't repost them.

"Like our songs, albums and concerts, we see them as creative works and not as our record company's marketing tool," the verbose Kulash complained in a February editorial published in The New York Times.

Now that the band members have cut ties with the label, bloggers can embed OK Go videos all day long.

Kulash doesn't expect to make a ton of bank just by having hit videos on YouTube, though.

"Despite what I tell our fans each night, we don't live in diamond-encrusted helicopters," Kulash says.

Luckily the members of OK Go have figured out other piecemeal ways to bring home enough bacon to live comfortably.

"We do sponsorships for our videos," Kulash explains. "We make money from licensing. We make money from touring. We make money by merchandise sales. We make money by dribs and drabs all over the place."

EMI released OK Go's third studio album "Of the Blue Colour of the Sky" in January.

Since it didn't receive the marketing push OK Go would have liked, on Tuesday the band re-released an "Extra Nice Edition" of the album on its own label, Paracadute, bundled with new bells and whistles.

"I'm excited for people to get to hear all the new material that's on it and just for it to exist in the world," Kulash says.

The singer doesn't hesitate to call the record the best one OK Go has turned out. With falsettos paired with super danceable beats, the sound, Kulash says, reminds him of Prince.

"I feel like we've stopped trying to pre-think what a song should come out like and actually just follow our guts," he says. "Your gut often leads you to places you did not know you were going to go."

In addition to a thing for uptempo beats, Kulash's gut evidently harbors a fondness for Skruvsta rolling swivel chairs and scruffy shih tzus. The singer remembers feeling pure joy the day after the band finished the "White Knuckles" video.

"I was just walking on clouds," Kulash says. "The making of things is always really the truly fun part."

Kulash knows he's lucky to have a life where he gets to juggle making music and making videos so elaborate he considers them to be works of art.

"When you go to work in the morning, and for two weeks work is playing with dogs, or for a month it's playing with marbles and rubber bands, you feel like you're cheating," he says. "I get to play rock shows half the year, and the other half I get to do this."